Macy’s and DreamWorks invites customers to #gethappy with Trolls-inspired products this fall

Macy’s and DreamWorks invites customers to #gethappy with Trolls-inspired products this fall
Macy’s and DreamWorks invites customers to #gethappy with Trolls-inspired products this fall


NEW YORK, 2016-Sep-20 — /EPR Retail News/ — This fall, Macy’s stores nationwide will be the center of happiness, as the retailer invites customers to #gethappy through a multifaceted entertainment collaboration with DreamWorks Animation, celebrating the upcoming animated feature film Trolls. Before debuting in U.S. theaters on Friday, Nov. 4, Trolls will take over Macy’s with a host of exclusive and Trolls-inspired products across all categories, promotional efforts, as well as inclusion within Macy’s signature national fashion and iconic holiday events, among other exciting activations that will create magical experiences for customers.

“We can’t wait to kick-off Macy’s hair-raising collaboration with DreamWorks Animation for the launch of the animated feature film Trolls,” said Tim Baxter, Macy’s chief merchandising officer. “This collaboration truly exemplifies our ability to create unique experiences for Macy’s shoppers as we incorporate Trolls exclusive product across apparel, accessories, cosmetics and home, and punctuate the product with in-store celebrations, visual merchandising, advertising and signature entertainment events. This fall, Macy’s stores will be the hub of Trollsfun and happiness.”

“The world of DreamWorks Animation’s Trolls is a unique and vibrant celebration of color, texture and personality, and Macy’s has done an outstanding job of bringing it to life across categories and signature events,” said Jim Fielding, DreamWorks Animation. “From the exclusive products to fabulous in-store events and innovative promotional efforts, Macy’s will be at the heart of Trolls happiness this fall. We can’t wait to celebrate with Macy’s shoppers and see them add a little extra sparkle to their lives.”

The Trolls at Macy’s campaign was previewed last week at Macy’s Presents Fashion’s Front Row, the company’s fashion and music kickoff to New York Fashion Week™. Live from the stage at The Theater at Madison Square Garden®, Fashion’s Front Row featured the world premiere of Betsey Johnson xox Trolls, an exclusive collection inspired by the DreamWorks Animation feature. The show, hosted by E!’s Giuliana Rancic and Brad Goreski, featured sensational fashion presentations of the fall season’s must-have looks and musical performances by Ariana Grande and Flo Rida. The show aired nationwide on E! last week and is now available to stream at

Beginning in mid-September, Macy’s is offering a vibrant assortment of Trolls-themed product that includes flashy clothing, hair-raising accessories, whimsical housewares, and cheerful tech items. Pajama sets are adorned with hearts, rainbows, and flourishes certain to produce sweet dreams. T-shirts, sweaters and jackets are emblazoned with witty sayings and puns, in addition to fanciful imagery and playful color combinations. The iconic Troll hair finds itself on accessories galore, with bags, shoes, rings, hats, and even pens embellished with the brightly-hued manes. Macy’s has also tapped legendary fashion designer Betsey Johnson, an originator of the bold, over-the-top, exuberant fashion aesthetic, to create Betsey Johnson xox Trolls. The larger-than-life collection offers head-to-toe Trolls glamour with flamboyant jewelry, sleepwear, handbags and fabulous accoutrements, including mugs, pins, notebooks, and even umbrellas! The range of apparel and accessories is blissfully cheeky, boasting brilliant colors, dazzling sparkle and fun silhouettes, all rendered beautifully for a collection that will leave fashion lovers smiling with glee.

In late September, the whimsy of DreamWorks’ Trolls will be showcased at select stores nationwide with playful window and in-store displays, including a massive visual presentation at Macy’s flagship store at Herald Square inNew York City. The iconic Macy’s bag-shaped sign on the 34th Street corner of the world-famous department store will feature a hair-raising takeover by the rambunctious Trolls characters, who will be seen peeking out from inside the bag, as well as adorning the exterior. This marks the first time that the signature store sign has been used to promote a partnership of this kind.

Promotional support for Trolls at Macy’s will include a comprehensive advertising campaign featuring print/outdoor, social, digital, in-store and online marketing. From Trolls co-branded shopping bags to an online hub at, where shoppers can browse and shop the Trolls-inspired assortment, get behind-the-scenes content, and more, Macy’s will invite customers to #gethappy this fall via a variety of touch points. The broadcast campaign will see Macy’s and Trolls taking to the airwaves in mid-October, when a combination animated and live action television spot debuts. Helmed by famed music video director Nigel Dick, the commercial features Macy’s exclusive Trolls-inspired fashions in a lively commercial focused around music and dance.

Macy’s will also bring a special part of beloved Trolls character, Poppy, to life, producing a $750,000 emerald and diamond replica of her Celebration Crown. The one-of-a-kind piece, created by Rare Featuring Gemfields, contains 51 carats of Zambian emeralds and 10 carats of diamonds, all set in 18 karat gold. The crown, available for purchase by appointment and on view from Oct. 3 through Oct. 16 at Macy’s Herald Square in New York City, captures the spirit and wonder of the film in a celebration of joy and happiness. For more information on Poppy’s Celebration Crown, visit

As the frenzy of the film’s release kicks into high gear, Macy’s associates nationwide will also have the opportunity to #gethappy and show their Trolls colors as they don colorful wigs and apparel for Macy’s Trolls day on Saturday, Nov. 5, celebrating the film’s release weekend.

Rounding out the over-the-top happiness, Trolls will take to the skies of New York City, as the characters debut a new giant helium balloon in the 90th Anniversary Macy’s Thanksgiving Day Parade®. Taking flight in the annual spectacle on Thursday, Nov. 24, the new Trolls giant balloon will be a multi-character spectacle featuring Poppy, Branch and Guy Diamond hitching a ride down the streets of Manhattan on Caterbus. As it makes its way down the route, the Trolls giant character balloon is sure to delight the more than 3.5 million spectators lining the streets and more than 50 million viewers tuned in nationwide to NBC-TV for the 90th anniversary celebration; which airs in all time zones from 9 a.m. – Noon.

About Macy’s

Macy’s, the largest retail brand of Macy’s, Inc. (NYSE:M), delivers fashion and affordable luxury to customers at 734 locations in 45 states, the District of Columbia, Puerto Rico and Guam, as well as to customers in the U.S. and more than 100 international destinations through its leading online store at Via its stores, e-commerce site, mobile and social platforms, Macy’s offers distinctive assortments including the most desired family of exclusive and fashion brands for him, her and home. Macy’s is known for such epic events as Macy’s 4th of July Fireworks® and the Macy’s Thanksgiving Day Parade®, as well as spectacular fashion shows, culinary events, flower shows and celebrity appearances. Macy’s flagship stores — including Herald Square in New York City, Union Square in San Francisco, State Street in Chicago, and Dadeland in Miami and South Coast Plaza in southern California — are known internationally and are leading destinations for visitors. Building on a more than 150-year tradition, and with the collective support of customers and employees, Macy’s helps strengthen communities by supporting local and national charities giving more than $69 million each year to help make a difference in the lives of our customers.

For Macy’s media materials, including images and contacts, please visit our online pressroom at

About DreamWorks Animation

DreamWorks Feature Animation (DWA) is a division of the Universal Filmed Entertainment Group (UFEG). Its 20-year feature film heritage includes many beloved characters and animated franchises, including Shrek, Madagascar,Kung Fu Panda, and How to Train Your Dragon. DWA’s 32 feature film releases have generated more than $13 billionat the global box office, garnered numerous awards and fueled a robust consumer products business.

Macy’s Media Relations:
Orlando Veras

Julie Strider Fukami

DreamWorks Animation
Seth Fowler

Source: Macy’s


Host committee members for the NRF Foundation’s second annual Gala announced

Gala to also welcome Carl Banks of NY Giants fame and executives from American Express, DreamWorks, PwC

WASHINGTON, 2015-10-22 — /EPR Retail News/ — The NRF Foundation today announced the names of several industry insiders, retail CEOs and business partners who will serve as host committee members for the Foundation’s second annual Gala. The NRF Foundation is the non-profit division of the National Retail Federation. On Sunday, January 17 at Pier Sixty in New York City the Gala will bring together the next generation of retail talent, hundreds of the industry’s most illustrious leaders, and honorees on The List of People Shaping Retail’s Future.

Members of the 2016 Host Committee:

  • Carl Banks, former NY Giant and president of G-III Sports
  • Steve Barr, U.S. retail and consumer leader, PwC
  • Stacey Bendet, ceo and creative director, Alice + Olivia
  • Nate Berkus, designer and author, founder of Nate Berkus Associates
  • Gunther Bright, executive vice president, merchant services, U.S., American Express Company
  • Michael Francis, chief global brand officer, DreamWorks Animation
  • Tommy Hilfiger, principal designer, Tommy Hilfiger
  • Iman, ceo, Iman Cosmetics, Inc.
  • Fern Mallis, president, Fern Mallis LLC, International Fashion and Design Consultancy
  • Joy Mangano, founder and president, Ingenious Designs LLC (subsidiary of HSNi)
  • Brit Morin, founder and ceo, Brit + Co
  • Rachel Shechtman, founder and ceo, STORY

HSNi CEO and Chairman of the NRF Foundation Board of Directors Mindy Grossman, and Chairman and CEO of The Container Store and Chairman of the NRF Board of Directors Kip Tindell will co-host the event, which will raise funds for the NRF Foundation. All proceeds from the Gala’s ticket sales, donations, sponsorship packages and auction will benefit the Foundation’s initiatives over the next year, including funding for student scholarships and experiences, advancement efforts for young professionals in retail, helping veterans transition to the civilian workforce, and showcasing diverse and innovative retail career opportunities.

“The imagination, inspiration and innovation that happens every day in retail is worth celebrating, and it is incredible to see the industry come together on one night to recognize those shaping the industry,” said Grossman. “The Gala is a one-of-a-kind opportunity for industry leaders to help the NRF Foundation with its mission of shaping retail’s future and sharing the message that retail offers richly rewarding and diverse career opportunities.”

In addition to recognizing the 2016 List of People Shaping Retail’s Future, the Gala will welcome dozens of high-performing students and scholarship recipients who are a part of the NRF Student Association. The List of People Shaping Retail’s Future will be announced in early January 2016.

“One of the most powerful tools in retail that helps keep the industry innovating at lightning speed is the wealth and diversity of our talent. No other industry in the world depends on and values people the way retail does, and that’s why the work of the NRF Foundation is so critical,” said Tindell. “We had an amazing inaugural event last year and I cannot wait to host the Gala again this January.”

The inaugural NRF Foundation Gala in January 2015 raised $1.2 million for scholarships, programs and initiatives. The fundraising goal for this year’s Gala is $1.5 million.

Learn more about how you can participate in the Gala and show your support for the retail industry here:

Note to media: If you are interested in covering the event, please contact NRF’s media team at

The NRF Foundation shapes retail’s future by building awareness of the industry through statistics and stories; developing talent through education, experiences and scholarships; and fostering career growth among people who work in retail. The NRF Foundation is the 501(c)(3) nonprofit arm of the National Retail Federation and is funded in part by generous donations from retail industry supporters.

Kathy Grannis Allen
(202) 783-7971
(855) NRF-Press

SOURCE: National Retail Federation